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The patent technology is too few, the product design is homogenized, and the vicious competition has become increasingly fierce. The Frankfurt lighting exhibition, which has been hailed as the wind vane of the new lighting technology and the development trend of the LED lighting industry, has come to an end. However, after the end of the exhibition, the fire was not a new technology in the industry, but the two Chinese companies at the exhibition were dismantled due to the discovery of infringement. National brands regard Chinese businesses as high-risk groups, do not allow photographs, and even directly refuse Chinese merchants to visit their own booths. It is enough to copy in the country, don't go abroad to copy it? The shame was thrown abroad. This reflects the current lack of innovation in China's LED companies. Some even directly use other companies' patents as their own technology, plagiarism, patent specifications are even more empty talks, resulting in too few patented technologies in the lighting market, product design homogenization, The common phenomenon of vicious competition, and there is a growing trend.
The universal lighting industry is surrounded by the homogenization competition. The biennial Milan exhibition is divided into lighting and architectural technology exhibitions and energy technology exhibitions. The entry threshold is extremely high, and it requires outstanding products. Sex and extremely artistic, must have the characteristics of leading fashion style, known as the top feast of art enjoyment. However, Chinese lighting companies have done very poorly in terms of originality, and they have been widely used. At the 2013 Milan exhibition, many Chinese companies were refused to participate because they did not meet the standards required by the exhibition. Only a few were eligible to participate in the exhibition.
The same is true for the government-wide Canton Fair in the first two seasons of the country. Faced with foreign trade, it is difficult for domestic audiences to visit. Because the domestic plagiarism is too strong, the products that are inadvertently designed by themselves are copied by others. Sun Rijiang, director of lighting marketing at McGraw-Blue, said.
In real life, product plagiarism and homogenization competition exist in all walks of life. The lighting industry is even more so, not only the homogenization of products, but also the brand name can not escape the homogenization, and even the LOGO fonts are similar. The products are homogenous, the technology is homogeneous, the price is homogeneous, and the channel homogenization lighting industry is shrouded in the shadow of homogenization competition.
Driven by interest catalyzed enterprises to make small profits and make quick money on the edge of innovation, Sun Rijiang believes that the homogenization of ancient town lighting products is so serious because its accessories market is very large, resources are sufficient, and it can be put in the parts factory. All the required accessories are collected back; and in terms of technology, many lights are now assembled, so there is no technical threshold. Market demand has also spurred the era of homogenization. The huge market demand has objectively stimulated the entry of employees and promoted the growth of companies in the lighting industry. On the other hand, the huge market demand has led to the current consumer demand for quantity over the quality requirements. The consumption concept of the entire consumer group is still in the stage of lighting demand, and consumers who are pursuing the requirements of light quality and lighting aesthetics are still in a very small number.
Sun Rijiang said that in fact, many companies are not without innovation, but he just wants to take a ride, earn some effortless money, or touch the fish. Moreover, not every company can innovate. Any innovative technology research and development has certain risks. Some programs have large investment but they are not necessarily successful, or they are not necessarily widely accepted by the market.
The driving force behind the serious plagiarism and homogenization of products in the industry is the interest. Zhongshan Qilang Lighting Co., Ltd. invested more than 14 million yuan each year for product innovation and research and development. In 2011, the company's Swan Head series lighting won the award in the UK. Subsequently, the swan headlights attracted a lot of plagiarists, and all kinds of cottage swan heads flooded the market. Therefore, in many lighting stores and stores, you can see a reminder: do not enter or do not take pictures. This phenomenon is ultimately due to the fact that merchants are afraid of plagiarism of their own products, and finally they are being sold by fake fake lamps at low prices. Chen Jiashi, chairman of Jiangmen Disi Liguang Lighting Co., Ltd. said that the Chinese market is so chaotic, lighting cottage goods are everywhere in the market, and there are few original products. The biggest problem is the entrepreneur's thinking. Many people don't think about it. After making our own business bigger and stronger, we will only seek short-term profits, and we will not be able to protect innovation and patent protection and safeguard rights. Many entrepreneurs generally have no patience, leading to disorderly competition and price wars in the market, forming a vicious circle of low profits.
Wu Yulin, president of Foshan Lighting Association, said that the cottage market in the domestic market reflects the lack of patent vacancies and protection awareness of LED lighting companies in China. It comes down to the fact that the industry is far from mature, there are broad technical fields to be developed, and patents are scarce; some basic patents have not been effectively protected, and enterprises lack awareness of infringement and piracy laws.
From the technical aspect to reduce the gap with the international brand innovation is the development of Wang Dao facing homogenization of various situations, in order to avoid the last evil consequences, some people of insight in the lighting industry have sought new breakthroughs: to make different products, provide Different services; to do more professional products, market segments; the high-end line of products to go high technology actually comes down to two word innovation. Pan Zhenhua, general manager of Aokes Lighting Co., Ltd. said that Chinese companies are still in the primary state of LED transformation. If Chinese companies want to change this situation, first of all, products must be innovative; secondly, business models should be innovative, and technically reduced. The gap between international brands.
The concept of the Magellan LED European-style modern lamp is an innovative product in the lighting industry. Sun Rijiang said that because of the modern LED lighting products of McGraw Blue, it incorporates the European LED modern lighting design concept, highlighting the charm and fashion proposition, and strives to create a minimalist and connotative visual experience through German sheet metal and manufacturing processes. Sense, so we named the product LED European modern light. Some lighting companies are also involved in the concept innovation of products, such as the field of home lighting, Liang Di proposed intelligent lighting, Auster's scene lighting, Hao Hao's health lighting, etc., and put the concept into specific product development and design Go up and let the product truly embody this concept.
Wu Yulin said that being able to become a top brand like Philips and Osram is not reflected in sales, but in products and designs. For example, Philips showcased its newly designed OLED chandelier, which can change color and flicker with the rhythm of music. Hong Yannan, chairman of Guangmingyuan Lighting Appliance Co., Ltd. also said that the reason why OSRAM is so successful is that she insists on innovation on the basis of quality assurance, and her R&D investment accounts for 6.5. Design is the soul of a brand. Chinese lighting companies used to open the international market with cost control and cheap prices, but they still have a big gap with the international level in original design. If your design is more creative, user-friendly and more in line with people's conventional thinking, you can form an advantage. Sun Rijiang said. McGraw-Blue is adhering to the current high-comfort and low-energy consumption design concept in Europe. Its LED European-style modern lamp products are all independently developed and open their own molds. The principle of surface light source and point light source of traditional lighting is transformed into point light source, and the structure is ingenious, making it more in line with the needs of modern consumers. Qilang Lighting, which enjoys the reputation of Lamp King at home and abroad, spares no effort in design innovation. Every year, it takes out 3 of the revenue and over 10 million yuan for lighting design. The design team has nearly 100 domestic and foreign designers. Different countries' lighting consumption needs to develop lighting products suitable for the local market.
Innovative technology can be regarded as true innovation, and all innovations without technical content will not bring value and convenience to consumers. Li Chunhai, general manager of Zhongshan Fujia Technology Electric Co., Ltd. said. Fujia has been continuously investing in product development and innovation for a long time, and has established a relatively complete R&D system to provide strong backing support for the development of the company. In order to inject fresh blood into the R&D center, we also hired well-known domestic optoelectronic experts as R&D center consultants to develop cutting-edge technologies in the field of intelligent control, mood-lighting environment applications, etc., and cooperated with universities in South China and other universities to create a combination of production, learning and research. Talent strategy. Its independently developed LED light control system based on wireless sensing technology has been included in the Zhongshan Industrial Science and Technology Plan project last year, and has obtained special funds for national technology innovation and special funds for the development of LED industry in the city.
Innovation is a minority of McGonagall lighting marketing director Sun Rijiang lighting industry product homogenization can be said to be the normal state of the market, because the market demand, product homogenization only increased. Innovation belongs to a small number of people, especially in the ancient town. Because the accessories market is very perfect, the threshold of the lighting industry has become very low. Many lighting companies can purchase all the accessories and assemble them in the accessory market, so there is no need to talk about innovation. Save costs. Moreover, because of the complexity of the market, a company is going to innovate new products. However, the products that come out are not necessarily able to get the demand of the market, and they are recognized by consumers. This wastes the innovation of the company and, to a certain extent, also strikes. The passion for innovation in the entire industry. Only the upstream and downstream manufacturers have a sense of innovation, and the entire industry will have real innovation. McGraw's LED European-style modern light combines LED light source with European style to create a small town-style lighting product in concept, design and core technology, creating a simple and romantic lighting atmosphere for consumers.
The scientific and technological content is the best proof. Li Chunhai, the general manager of Zhongshan Fujia Electrical Products Co., Ltd., is only a protective umbrella for the breakthrough of its own innovative technology. It is a kind of protection for the hard work of enterprises and raises the threshold for plagiarism. However, today's patents have become in a state of flooding. Some companies make a slight change in the appearance or materials of a product, which is called a patent. There is no core technology. The protection of product patents should be reflected in the scientific and technological content. The innovation and development of a product should be the innovation of its core technology. In the research and development and innovation of products, Fujia has always been based on science and technology. The portable LED table lamps introduced by Fujia Electric have been recognized by consumers because of their high technical content and design advantages. The innovation of products and the protection of patents need to promote the development of science and technology, and it is valuable to get market demand, consumer identification and purchase desire.
Innovative products can occupy the market's commanding heights. Some enterprises in the lighting industry have less investment. They always think of opportunistic, telling one set, doing one set, and not wanting to do basic research and development. They always want to stand on the shoulders of giants and wear other people's shoes. Take your own path, equate innovation with plagiarism and sneak attack, and when others make new products, they will start to use the funds originally used for R&D investment for show-type advertising hype, truly possessing patented technology and own original products. The company is rare, the so-called new product exhibition is nothing more than wearing the old version of the new vest, the so-called high-end manufacturing, nothing more than a plagiarism imitation, resulting in a large number of homogenized products on the market. You open a lighting shop, I also follow a lighting shop, the whole street is a lighting shop, whether this business will be very prosperous, we can imagine. However, if you do business on a commercial street, such as opening a hotel, the business is very good. Others find that after opening the hotel, they are consciously opening other supporting services, such as restaurants, bars, shops, snack shops, etc. The street will be prosperous.
Unrestrained plagiarism and imitation lead to product diversity, innovative dissipation and hindering the development of the industry. At the same time, the intensification of product homogenization will inevitably lead to obsession and imitation of imitation, introduction and even plagiarism. In the long run, the creativity of enterprises will gradually decline. When the cost is low and the product is a means to attract consumers' attention, the company will be mentally comfortable with the status quo and paralysis, and will also increase the pursuit of short-term interests of lighting companies.
With the development of science and technology, creative lighting products can always occupy the commanding heights in the fierce competition and lead the trend of lighting development. Therefore, the West actively avoids and effectively uses the value of patents to promote product innovation and R&D, and implements patent licensing to achieve resource sharing. It is not only product design, but design, combination, and match by catering to the needs of the overall application. The luminaires reflect all the people-oriented ideas of the designer, giving people a refreshing feeling and attracting consumers’ attention.